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Our Team

Executive Leadership

James Ward, CEO

When Jim Ward founded BrainSell in 1994, his goal was to give businesses the insights and tools needed to thrive, even in challenging economies. A prominent turnaround specialist, Ward had spent more than 25 years helping businesses apply innovative sales and marketing techniques in order to improve performance. Having helped a variety of U.S. and Canadian companies transform into growing, profitable organizations, Ward determined that strategic CRM (customer relationship management) was key to each company’s success.

Since then, Ward has built BrainSell into a dynamic business software reseller organization that is dedicated to helping customers achieve business success. His focus on hiring technology professionals with real-world experience, and making them an integral part of their customers’ teams, has enabled BrainSell to develop a strong base of satisfied customers who rave about the company’s ability to deliver bottom-line results. Having experienced year-over-year growth since its founding, BrainSell became a Top 10 Business Partner for Sage Software in North America under Ward’s leadership.

Ward is a recognized expert in business software. He has addressed many organizations and published a variety of articles on how to use CRM to enhance sales and business prosperity.

Ward has served on Sage Software’s ERP division Business Partner Advisory Council, the SalesLogix (now Infor CRM) Business Partner Advisory Board and served as President on SugarCRM’s Inaugural Partner Advisory Board.

An honors graduate from Bentley College, Ward is committed to giving back to the community. Driven by the belief that hard work and integrity pay dividends, Ward devotes time to a variety of civic projects.


Sonja Fridell, President

Sonja leads BrainSell’s day to day operations, and is very active in selling CRM and marketing automation solutions. As an ex-journalist, she is adept at exploring a client’s needs and coming up with cutting edge, elegant solutions that fit, drive adoption, and create real results.

Sonja is passionate about thinking outside of the box, challenging inefficiencies and creating solutions that people are excited to use.

She is an honors graduate of the University of New Hampshire and lives on a small farm on the New Hampshire Seacoast with her husband, cat, dog and two horses.


Kevin Cook, Executive Vice President

Kevin joined BrainSell in 2008, with more than 20 years’ experience in media and high-tech. Kevin’s education includes a BS in physics and MA in communications.  If Kevin looks familiar, you may have seen him as a news reporter in Baltimore.  

As our Executive Vice President, Kevin is adept at business process management within the enterprise. As a former programmer, he has deep expertise in the products we sell and building the infrastructure necessary to make business process efficient.  Kevin is certified for SugarCRM in both Sales and Admin. 

Kevin lives in the Boston area with his wife and children.  When not in the office, he likes to spend time on his 42 foot sailboat.


Ross Jones, Vice President of Sales Engineering

With a background in science, the military, and industry, Ross has applied his sales, management, and interpersonal skills in a wide variety of environments. Ross has managed sales teams as well as customer service and technical support groups.

Having lived and worked in both the UK and Germany, Ross brings the valuable experience of building client relationships, regardless of culture or language, to BrainSell. In his previous company, he gained extensive experience by spearheading the deployment and use of Infor CRM as a key CRM application. Ross has been with BrainSell for over 13 years, and as VP Sales Engineering he has prime responsibility for North East regional sales.

Garrett Hogan, Account Executive

Garrett joined Brainsell after the acquisition of Big Ocean Technologies, a boutique consulting company, in 2014. Garrett has spent 16 years in the CRM industry and is certified under Saleforce, SugarCRM, MS Dynamics CRM, and Bpm’online. He is known for his strong connection with his clients and vast experience in project management, business analysis, marketing automation and operations management.

Garrett lives in Point Pleasant, NJ and enjoys spending time with his family sailing the waters of Barnegat Bay.

Kellie Pitt, VP, ERP Practice

Kellie joined the BrainSell team in 2011 to run daily operations and keep all members of BrainSell sane. Based on her in-depth knowledge of ERP solutions, Kellie has since been promoted to ERP Practice Manager, and is the go-to for all things Sage ERP.

Kellie also assists with marketing, event coordination and project management for BrainSell.

Kellie lives in Haverhill, MA, she is a member of the Peabody Essex Museum and various other art associations in the North Shore area.

Deven Pearson, Business Development Manager

Deven PearsonDeven joined BrainSell in the summer of 2014 and carries 20 years of business operations experience. Deven is BrainSell’s chief conversation starter – he develops new client relationships, champions the predictable revenue team and helps customers’ dreams become reality. Deven is a SugarCRM Certified Administrator, certified in Act-On Marketing Automation, and also a certified Predictable Revenue Coach.

Deven lives in Beverly, MA with his wife, Amy, and their cat, Lemon.

Click here to schedule a 15 minute meeting with Deven.



spacerJohn Boyes, Senior Developer & Business Analyst
John brings his skills to BrainSell as a Senior Developer. John comes from a wine growing and hospitality industry background, and remains passionate about winegrowing. On the side, he also operates a separate marketing company that aims to connect clients with customers through graphical communications. John is a graduate of Georgia Tech and currently lives in the Greater Atlanta Area.spacer

Tony Berry, VP of Business Process Management
Tony Berry has over 25 years in business consulting and development experience. As VP of Business Process Management, Tony executes high-level business process implementations. Tony has a proven ability to improve revenue and increase organizational efficiency. Berry earned his undergrad at Notre Dame with a B.S. in Electrical Engineering and currently resides in Fort Mill, SC.spacer

Michelle Lessard, Business Process Analyst
Michelle Lessard brings nearly twenty years of software business analysis and training experience to BrainSell’s team. In addition to being one of BrainSell’s lead business process analysts, consulting on BPM software, Process Maker, Lessard also specializes in Saleslogix (Infor CRM), Salesforce, Act! CRM, and Microsoft CRM. Michelle’s talents in understanding business processes allows her to solve business problems by use of BPM or CRM technology. Currently living in Scottsdale, AZ, Michelle grew up in Seattle, WA and studied Mathematics at the University of Washington. She lived abroad in the United Kingdom to assist in building the SalesLogix (Infor CRM) EMEA division. When she gets a chance, Michelle enjoys a good game of doubles tennis and hiking around town. Her love of travel has brought her all around the world, including a month-long, 500 mile adventure walking the Camino de Santiago in Spain.spacer

Raul Chavez: Senior Developer & Business Analyst
Raul Chavez is a Consultant who helps Companies successfully Achieve CRM deployments by helping them choose, design and Implement a viable and dependent solution. In 2006 Raul started CRM BI, LLC with the intention of providing CRM and Business Intelligence Solutions to his clients.

Prior to Starting CRM BI, LLC, Raul worked over 7 years as a Consultant on the same space and has acquired domain expertise on some of the Most Recognized CRM tools including Sage SalesLogix, Pivotal, Salesforce and Microsoft Dynamics CRM.spacer

Ric Palmer, Senior Engineer & Business Analyst
Ric joined BrainSell in 2012 and provides value-added experience as an independent CRM consultant. Ric has hands on experience with over 5 major CRM systems. Ric enjoys facilitating the implementation and integration of powerful software and monitoring the positive results he produces. Ric currently resides in the Minneapolis-St. Paul area and is a graduate of Macalester College.spacer

Lois Palmer, CRM Consultant & Trainer
Lois joined BrainSell in 2012 as a project management and CRM consultant. Another resident of the Minneapolis-St. Paul area, Lois provides crucial training through a measured, patient approach. She is a graduate of the University of Minnesota. Lois has experience with projects of various sizes and coordinates data migration, features and client customization within software suites.spacer

Brad Wieringa, Developer & Business Analyst
Brad specializes in implementing CRM and BPM software. Brad brings senior development capabilities to the table, Brad comes from a Biology background (Trinity College, B.A. ‘83) and continued to earn his Masters of Science at DePaul University. Brad currently resides in the Chicago area.spacer

Scott Levesque, CRM Consultant
Scott has been providing consulting services and support for data migration, client prospecting and management of marketing pipelines. Scott combines his passions for sales, marketing automation and business processes that make companies more profitable. A native of Salem, New Hampshire, Scott is a graduate of Southern New Hampshire University. He is an avid outdoorsman, churchgoer and woodworker.spacer

Ron Madara, CRM Consultant
Ron joined BrainSell in 2012 as a full-time CRM Consultant out of the New York City Metro Area. Ron Installs, configures and customizes Act! CRM systems among others. Madara specializes in facilitating the software needs of small to medium sized companies. A resident of New Jersey just outside New York CIty, he is a graduate of the University of West Florida’s College of Business. He is passionate about old-time radio, the Philadelphia Eagles and classic cinema.

Fred Wright, Senior Developer & Business Analyst 
Fred has been supporting the SAGE MAS 500 product since the release of version 1.5 and has continuously worked to implement, train, customize and support all versions since then. He has over 20 years experience in the field of IT, with the majority of that specifically focused on ERP solutions. In addition the MAS 500 line, he has hands-on experience with a full range of small and large products from Quickbooks to Lawson, as well as peripheral systems that include Frx, Crystal, FAS, ABRA and SQL.

Fred provides value to clients by focusing on the business processes and hidden needs of each individual client. He has created and implemented solutions providing an effective solution for operational support, addressing reporting needs and identifying inefficiencies in existing processes. His experience spans many industries, including health care, manufacturing, mining and service industries, to name a few.

Fred has his BS degree in Political Science from Lindenwood University in St. Charles, MO and his MBA in Management of Technology from the Georgia Institute of Technology in Atlanta, GA. He currently resides north of Atlanta with his wife, Susan, and daughter, Lily.spacer

Avron Katz, Senior ERP Engineer
Avron Katz is president of K-Four Systems, LLc. and has worked as a consultant in the accounting technology field for over 30 years. Prior to starting his own company, he was a partner at Fantasia & Company for 20 years. Avron is a CPA and a Chartered Accountant in South Africa. He has done implementation and training on Sage products both domestically and internationally, and has experience with a wide range of companies, from small businesses to publicly held companies. He has developed workflow procedures and integrated external software with the back office ERP systems. He is married and has two daughters. His interests are reading, music and photography.spacer

Tammy Hart, Accounting Engineer
Tammy has been in the accounting and bookkeeping profession for 35 years, 25 of which have been as accounting and payroll manager at the amusement park, Funtown Splashtown USA in Saco, Maine. She is a certified QuickBooks Pro Advisor, Peachtree certified and is currently finishing her MAS 90 certification.

Tammy developed a strong worth ethic during her seven years in the Navy as a systems analyst and data processing technician. She was stationed in Iceland, San Francisco and Brunswick, Maine during her tenure. Tammy attended The University of Southern Maine in Portland. She resides in Biddeford, Maine with her husband, where they are currently restoring their 1910 Victorian home.spacer

Andrea Appleby, Senior ERP Engineer
Andrea Appleby has over 30 years experience with ERP systems. After graduating from Colorado State University with a Bachelor of Science in Business Administration, Accounting Concentration with a minor in Computer Science, she started her career as a programmer writing accounting software, then went to work for a CPA firm in the Business Consulting division. She was quickly promoted and became the youngest Manager on the staff. She left the CPA firm to start AccSoft Associates, Inc. with Pat Smith. AccSoft specialized in implementing ERP systems including Sage ERP 300. AccSoft became part of Brainsell team in January of 2012.

Her goal is to have all customers view their software systems and Brainsell as an asset not a liability. Her skills include software implementation, ongoing support, training as well as programming, long range systems planning and software selection. She is also an expert in VBA macros and Crystal Reports. She has been supporting Sage ERP 300 (formerly Sage Accpac ERP) since 1987 and is certified in all modules.
She resides in Colorado with her husband and two Labradors. She spends her free time rock climbing, mountain and road biking, skiing and traveling.

spacerMichelle Montgomery, Senior ERP/Accounting Engineer
Michelle Montgomery has been a SAGE Software MAS 90/200 certified trainer and consulting professional for over eight years and has more than 15 years of experience in accounting. She has played an intricate role in all aspects of MAS 90/200 solutions at BrainSell, from Project Leader for new implementations to upgrades to support and services including data conversion. Michelle is an expert in report writing services using FRx Financial Reporter and Crystal Reports. With a background in business accounting and past experience as a Controller for a small manufacturing/job shop, Michelle has working knowledge of how accounting systems should integrate to support a variety of real-life business processes.

spacerJim Brummett, Senior ERP Engineer
Jim Brummett joined the Brainsell team in January of 2012. He has sold, implemented and supported Sage 300 (Accpac) for over 25 years. As a former Manufacturing Systems Manager at a division of Hewlett-Packard, he offers us a depth of experience in distribution and manufacturing. He also spent 8 years as V.P. of Client Consulting for a national software marketing communications firm before aligning his own ERP practice with Sage and Accpac. Besides ERP expertise, Jim also specializes in the e.Commerce marketplace.

He lives in Colorado Springs, Colorado with his wife Nancy. They have 4 children and 12 grandchildren and has truly earned the title of “Senior Business Consultant.”spacer

Pat Smith, Senior ERP Engineer
Pat Smith joined the BrainSell team in January of 2012. She and Andrea Appleby have been partners in AccSoft Associates Inc. in Denver, CO for 20 years, during which they have sold and supported Accpac (now Sage 300).

Pat graduated with a BS in Mathematics from Colorado State University. She has been in the computer industry for over 45 years (yes, she started back when they used punch cards) from mainframes to pc’s with experience in many areas – including programming, teaching, database management, software consultation, configuration and support. She currently supports all modules of Sage 300 and specializes in system integration, payroll, barcoding integration, GIMS (Grid System) and report writing.

Littleton, Colorado is home for Pat and her 2 cats. She shares the children and grandchildren of her friends (and is known as Aunt Pat by many). Pat has also been in the buffalo business for almost 40 years – the buffalo live on a friend’s ranch near Craig in northwestern Colorado.spacer

Doug Evenhouse, Senior Software Engineer
Doug graduated from Calvin College in Grand Rapids, Michigan with a B.A. in English and Philosophy. He rode the wave created by the emergence of the personal computer in the early ‘80s and developed a consulting practice at an accounting firm focused on implementing automated accounting systems for business clients. With his broad range of experience using diverse technologies and his communication skills he is able to bring business executives and IT staff people together to creatively and pragmatically meet business goals. A polyglot programmer, he has built industry-specific business software for accounts receivable, billing, dispatching, routing, equipment inventory, sales and marketing, and customer service.spacer

Don Joseph, CRM Consultant
Donald Joseph has been a Certified Management Consultant since 1985. Joseph earned his MBA from Harvard Business School and a B.S. in Engineering from Washington University in St. Louis. He is a certified trainer and consultant for Sage BusinessWorks software, he is also an ACT! Certified Consultant and an ACT! Premier Trainer. Don helps small and medium sized businesses improve profitability by using information technology to increase revenues and drive down costs using information technology. Joseph is a current Chicago-area resident.spacer

Jacqueline White, General Counsel
Jacqueline White has been practicing law for the past 25 years with experience in both the private and public sector, having received her Bachelor of Science degree from Cornell University and her law degree from Northeastern University.

Jacqueline is a member of both the Massachusetts and New York Bar. She served as a law clerk to the Superior Court Justices of Massachusetts; was an associate at Burns & Levinson, LLP; an advocate for South Middlesex Legal Services; the managing attorney for the Tobacco Products Liability Project; and a Cooperative Coordinator at the College of Criminal Justice, at Northeastern University. Jacqueline joined the BrainSell team in the fall of 2013 as general counsel for the company.

Jacqueline also served on the executive board of the Boston Latino Professional Network and on the financial planning board for Senator Jarred Barrios. Jacqueline currently is a board member for the Topsfield Cultural Council and Friends of the Topsfield Library.